Cosmetics market is one of the most resilient ones. Also in time of crisis people enjoy in little sweetnesses of life. GfK Slovenija surveyed the shopping habits of cosmetics in Slovenia, with focus on products for facial care. Indicators are showing that facial care is the key category in cosmetics, which can be seen on leading markets of North America, Asia-Pacific region and Western Europe.

Research shows that 16 % of respondents doesn’t even buy products for facial care, but they can also be bought for them buy someone else. As expected, man buy facial care products less frequently. In the last six months, quarter of men didn’t buy any product from this category in comparison with 7 % of women (figure1).

Source: GfK Slovenija, CAWI (N=1008), representatively regarding sex, age and region in Slovenia, March 2016

Main goal was to find out where people buy facial care products. Nearly all respondents have purchased products in at least two different types of stores in the last six months (87 %), and in average visited three types of stores where they purchased facial care products. Half of respondents is buying this kind of products in pharmacies and large percent of them also buys facial care products in supermarkets, hypermarkets, retail chains and specialized stores (perfumery) and drugstores (figure 2).

Source: GfK Slovenija, CAWI (N=1008), representatively regarding sex, age and region in Slovenia, March 2016

Drugstores on the top

In the last six months, the respondents spent the most money for the purchase of facial care products in drugstores (35 %), followed by supermarkets, hypermarkets and retail chains (21 %).

Source: GfK Slovenija, CAWI (N=1008), representatively regarding sex, age and region in Slovenia, March 2016

Advices of the closest ones are most important

As is true for other products, also when buying facial care products, we trust the advice of people that are closest to us (42%). A little less than a third of respondents follows the advice of dermatologists or doctors. Interestingly, in the third place are advices from pharmacists sellers (in a pharmacy, drugstores), to which several respondents trust more than the advice of a cosmetician (Figure 4). It should be noted that a certain proportion of respondents do not visit skin care professionals (like dermatologists, cosmeticians, etc.).

Source: GfK Slovenija, CAWI (N=1008), representatively regarding sex, age and region in Slovenia, March 2016